The One Show
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Category
Craft / Typography
Annual ID
OS23_PT065M
About the Work
One of Relate’s key aims is to help their 65+ market have healthier relationships, but with the biggest rise in STI’s among the over 65s, clearly this isn’t healthy. So, how do you make this hard to convince age group think about safe sex?
Especially when they were taught that condoms were only for stopping unwanted pregnancies, not unwanted diseases.
By educating them on their No1 past time (sex) with cues from their No2 pastime (gardening).
We gave an outdated generation an updated sex education by creating limited edition condoms for the over 65's in the guise of seed packets, distributing them through garden centres and online.
We wanted the seed packets to look as authentic and tasteful as possible, from the beautifully illustrated botanical designs in the style of The Royal Horticultural Society (which on closer inspection are suggestive of sexual organs) to the typography, which we used to add to the visual wit.
We gave the typography its own personality and authentic printing texture.
Each of the vegetable names on the seed packets had typefaces intricately drawn, with bespoke cheeky characteristics built into the letters. On closer inspection it becomes apparent that the letters have naughty elements added to them. Humour is important for this target market because it helps them feel more comfortable about opening up and discussing taboo subjects.
Anyone who sees the typography, designs and illustrations won’t look at an onion or aubergine in the same way again.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Art Director
Andy Forrest
Nicola Wood
Copywriter
Andy Forrest
Nicola Wood
Chief Creative Officer
Andre Laurentino
Creative Director
Andy Forrest
Nicola Wood
Illustrator
Marta Zafra
account director
Erica Wood
Erica Cohen
Jennie Halliday
Art Buying
Jodi Woodhouse-Ward
Ross Walker
Chief Executive Creative Director
Jules Chalkley
Clear Channel Project Lead
Jason Jarvis
Executive Creative Director of Design
Luke Ridgway
Head of Offline Production
Justin Cairns
Managing Partner
Katharine Easteal
Senior Creative Editor
Sara McAlpine
SENIOR PRODUCER
Heather Hart
Sue Streatfield
Senior TV Producer
Kim Parrett
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